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DISUSSION, IMPLICATIONS, CONCLUSIONS

The IPA highlights two main findings. First, environmental cleanliness and attentive service are two key areas where improvement efforts should be made by Indian restaurants. Based on the three factor theory of satisfaction, environment and food sanitation may play the role of basic factors (dissatisfier s) in affecting customer satisfaction in Indian restaurants. Failures to meet customer basic cleanliness expectations can result in immediate dissatisfaction and the lost of customer. Thus, Indian restaurant managers should pay special attention to the hygienic conditions of the restaurant, which include not only the cleanliness of the dining area but also of waiting areas and restrooms. Attentive service requires employees to be sensitive to customer's individual needs rather than rigidly following fixed policies and procedures (Stevens et al. 2005).To create satisfied customers and repeat patronage, employees should be trained to be attentive to service details and take care of customer personal and sometimes trivial requests.

Second, food taste and service reliability appear to be the cornerstone factors in customer satisfaction. Among the top ten important restaurant attributes, three of them food related attributes, including taste, food freshness and appropriate food temperature. The three service reliability related attributes were serving food as ordered. Accurate guest check and dependable and consistent service. All six attributes were located in the 2keep up the work2 quadrant indicating that cutomers evaluate Chinese restaurant performances highly on food taste and service reliability. Chinese restaurant should keep up this good performance to maintain their core competency.

One noticeable phenomenon in our ipa matrixwas that almost all the atmosphere related attributes were poisoned in the lower priority quadrant. On the one hand this result indicates that customers do not expect much from dining environment when choosing Chinese restaurant. On the other hand the lower priorty quadrant does not necessarily signal that these attributes are unimportant. Atmosphere related attributes may play the role of excitement factor are typically unexpected by the customers, they can more easily generate customer. Satisfaction than the basic factors and performance factors. Therefore, when financial resources are sufficient, Chinese restaurants should improve their interior environment quality and create more favourable dining atmosphere. In particular, they should not ignore the effect of environmental authenticity when designing or decorating a Chinese restaurant. Many customers regard the dining experience in a ethic restaurant as a good opportunity to get to know foreign culture and customs. Chinese restaurant should use various unique Chinese style elements such as a palace lanterns, changes brush drawing and classic music to generate customers interest to explore the restaurant environment and to improve their perception of the overall dining experience.

Although healthy options and food authenticity were both located in the low priority quadrant they should be regarded as potential sources of Chinese restaurant to generate new market sha本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。